Welcome to The
Non-Obvious^TM
Trend Collection

Every year our team curates the most interesting and impactful trends shaping culture and business. On this site, you can browse all of the trends from the past nine years by category, industry or year.

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Overtargeting

Lured by the promise of Big Data, organizations segment audiences too narrowly and unintentionally end up abandoning large groups of potentially lucrative customers.

Enlightened Consumption

Empowered with more information about products and services than ever, people are choosing to make a statement about their values and the world today through how they buy, work, consume, and invest.

Disruptive Distribution

New models of distribution are disrupting the usual channels, cutting out middlemen and building more direct connections with fans and buyers.

Mainstream Mindfulness

Some of today’s most innovative and influential ideas are coming from complete outsiders whose unconventional quirks disrupt entire industries.

Outrageous Outsiders

Some of today’s most innovative and influential ideas are coming from complete outsiders whose unconventional quirks disrupt entire industries.

Moonshot Entrepreneurship

A new generation of entrepreneurs are thinking beyond profit and making social impact, not financial performance, at the center of their organizations’ missions.

Self-Aware Data

As technology advances, algorithms and artificial intelligence make real-time analysis so fast that it can move from input to insight to action all on its own.